“The plant of the future,” as it’s called today, Cannabis, or more popularly Marijuana, is a herb with tremendous potential. Coming from the Sativa species, it is well familiar through the centuries as the healing plant. It consists of more than hundreds of essential chemical compounds called Cannabinoids (CBD). When isolated from the plant, they can be used for medical purposes in treating the whole spectrum of diseases.
Unlike the THC primary compound found in this plant, you can’t get “high” from consuming CBD.
CBD medical usage benefits various conditions, disorders, and the whole spectrum of mental and physical diseases. It is helpful in pain relief, anxiety relief, cancer-related side effects, epilepsy, neurodegenerative diseases, acne, and many more.
Based on an online survey from 2020. in which 357 adult users participated, the main four reasons for using CBD were:
- Anxiety problems (42.6%),
- Insomnia (42.5%),
- Stress disorder (37%),
- Common health and welfare (37%).
The current market is booming with CBD products that help alleviate or even solve health problems: CBD oils, soft gels, vegan CBD hard candy, CBD gummies, salves, cosmetic products like body lotions and creams.
But let’s face it, simply it is not enough to have a legal and quality product. You have to present those components convincingly and truthfully. The most important thing is to position yourself as a reliable manufacturer.
This means that there is no room for errors, unverified information, and unprovable results. The fact is that people are skeptical about online sales in general.
1. Set your business goals
To have a clearer picture of what you want to achieve, focus on the goals. Divide them into as small and complete units as possible, so you can work out the best strategy for satisfying results.
Main business goal – what is your mission and vision?
Target group goals – do you want more loyal and satisfied consumers?
Product goals – is it the constant product improvement that drives you?
Brand goals – Do you want to create a particular reputation and recognition in the market?
Marketing goals – Are you aiming to increase brand awareness and engagement?
It is also recommended to determine your strengths, weaknesses, chances, and threats. This tool is called SWOT analysis and helps define key characteristics when starting a business.
2. Define your ideal customer
Defining your target audience will affect every aspect of your digital marketing strategy:
- What message do you want to send?
- What channels you will use.
- What content you will create.
It is up to you to understand the needs of your consumers as best and precisely as possible and help them solve their problems. So, invest your energy and skills to create the right audience to connect and identify with your product. To see a clear picture of what your consumer is like, here are some key features that help:
- Health issues
3. Brand awareness and differentiation
CBD is so popular that brands and various products are born overnight.
Meet your competition! Read, google, go to alternative medicine fairs, talk to manufacturers and people who have similar ideas to yours, send inquiries. Your biggest goal is to create a reliable, recognizable brand and stand out from the competition.
You have to make your brand worthy, so people can identify your brand as quality and products as truly effective and worth the money they give. Here are some helpful questions you need to answer:
- What sets you apart from other brands?
- What solution do you offer and what other brands don’t?
- Why would I buy your product?
4. Brand visibility and DM tools
Not all the products resonate with the same digital marketing strategy. See how your audience breathes digitally and implement the right strategy using the right tools. DM trends are changing daily, and you must be familiar with them and creative all the time.
To make your brand as much visible as possible, pay special attention to Search Marketing tools:
- SEO (Search Engine Optimization) – set of activities that, if properly implemented, can position your site as high as possible in the organic search results of all search engines
- PPC (Pay Per Click) – a way of advertising in which the advertiser pays a fee according to the number of ad views
Today’s most applied tools refer to social media platforms and content that you promote. You would need to have all the social channels, constantly interacting, sharing relevant and engageable content.
As for website content, it would be great to include blogs or vlogging about exciting topics that would be meaningful and ensure nice engagement with your audience.
5. Results and KPIs
Every strategy requires measuring and performance evaluation. You can’t figure out what is working and what’s not just by watching selling parameters. You might need some useful tools that can quickly reveal which strategy works and how to improve sales, marketing techniques, or the relationship with consumers.
For getting to know your KPIs – Key Performance Indicators, you can use Google Analytics and Social Media Insights.
Like in every business, make a clear and measurable priority. Your understanding of the CBD industry must constantly improve and expand by hiring a professional DM expert or applying your current trends.
Constant learning and implementing DM knowledge in the most creative ways will ensure your success in the CBD business.